1.
Category Overview
Fashion Jewellery

2.
COSTUME JEWELLERY
IS FOREVER
FASHIONABLE

3.
Fashion Jewellery
Product
Categories
• Earring
• Necklace
• Anklet
• Rings
• Pendant & Chains
• Hair Pins
• Brooch
• Bangles & Bracelets
• Toe Rings
Type of
Jewellery
• Handmade-
Jute,Tribal
• Stone
• Imitation
• Metal
• Pearl
• Leather
• Silver
Top Brands
• Accesorize
• Aldo
• Guess
• BG’s
• Swarovski

4.
 Traditional to contemporary look
 Gold prices are rising day by day
 Exclusive design comes at an additional cost
 Safety is the key concern
 Significant resale value
 Its like an investment- need to invest both time
and money to indulge in Gold or Diamond
purchase
 Keeps pace with changing trend, season to
season,
 Cost Effective
 Available in different colors, cut, style,
patterns to match your mood with wide range
of products to suit every wallet size
 Completely safe to wear
 No resale value
 Impulse Purchase
Fashion Jewellery Vs Real(Gold/Diamond)
Fashion Jewellery Gold/Diamond

5.
When it comes to fashion jewellery, no two countries follow the same fashion.
In India for example, the style, designs and making differs from North to South, and East to West.
Likewise across continents,while Europe has a penchant of delicate jewellery with an inclination towards
crystals and diamante, Russians still love their
semi-precious stones on gold plated jewellery.
Similarly, in China and Japan, the use of traditional motifs is higher than in Thailand.
However, what binds all the countries is a similar liking for gold-like shine in their jewellery, with a better
finesse and design
Changing trends – converge to the original

6.
 India is the world’s second-largest manufacturer of imitation jewellery after China.
 Indian imitation jewellery enjoys a huge demand and has potential for growth in markets such as the
US, UK, Europe, Canada, Australia and many Asian countries.
 The availability of skilled artisans at low cost as also that of base metals, faux gems and stones has
encouraged the sector’s growth in India
 Rajasthan, Uttar Pradesh, West Bengal, Bihar and Madhya Pradesh are some of the important states
known for such products
Indian Market for imitation

7.
Types of Jewellery
Enamel Jewellery
Plastic Jewellery
Oxidised Jewellery:
Glass Jewellery
Beaded Jewellery
Leather Jewellery
Kundan Jewellery
Polki Jewellery

8.
Fashion Jewellery Market Size
Market Size: Rs 7000-8000 Cr
Expected CAGR: 15-20%
Estimated Size for 2013-14: 11000 Cr
Rural: Urban: 40:60
Source: Hindu Business Line

9.
Brand Segmentation
Luxury
Premium
Mass
Branded
Designer
Guess, Swarovski,
Aldo, Nine-West, Kazo, Bg’s, Accesorize
Bombay Electric
Local Street Stuff and available on various websites
Much More

10.
 Affordability factor: With soaring gold and diamond prices, it is more affordable and convenient to
embrace artificial jewellery. Moreover the costume jewellery items are not less beautiful or exquisite
than the traditional real jewellery.
 Consumer preferences: The changing outlook of people regarding jewellery as a daily wear
commodity rather than an asset for life has made imitation jewellery more popular.
 Variety: Due to affordable range of the artificial jewellery, it is much easier to make a collection for
regular as well as formal occasions. Generally working women prefer to change their jewllery
(earrings, neck-pieces, rings etc) according to their dresses.
 Security purpose: Imitation jewellery is safer to wear as compared to the authentic jewellery. In the
present day when theft and crime is increasing in society, customers feel more secure wearing fake
jewellery.
 Emergence of organised players: People, especially women have adopted better standards of
grooming after being influenced by daily soaps. They ape the jewellery and the costumes which are
worn by the television stars. Moreover with the rise in standard of living and disposable income
customers undoubtedly prefer to go in for branded products.
 Excellent innovative designs: Imitation jewellery comes with unlimited and exquisite designs which
can be easily purchased.
 Good value for money: Traditional jewellery cannot be changed according to latest fashion. However
imitation jewellery can be worn and discarded according to latest trends due to their low cost benefit.
 Lack of gender bias: In the past jewellery was exclusively for the fairesr sex but in the recent times
men have also initiated an interest in adorning themselves with this. One can easily come across
specially designed fashion jewellery like bracelets, rings, chains, pendants, earrings for the male
gender also.
Factors influencing growth in the category

11.
 Couples' jewellery pieces that can be worn by a man, as well as a woman
 Brands are widening the category with multiple product offerings like brooch,
cufflinks, watches, hair-bands, Smartphone covers, glares etc
 Innovation is the buzz word
 Unique Collection(Turquoise Collection, Maharaja Collection, Floral Collection)
fascinates consumer
 Jewellery Boutiques
 Exhibitions/Fashion Shows
Emerging Trends in India

12.
TARGET GROUP

13.
Consumer Profile
Butterflies Age Group 15-24
Life-stage: College Going
Preferred Jewellery type: Funky Colorful, trendy and low
cost
Media Touch-points: College Campus, Movie theatre,
local shopping street, window shopping at Malls
Elegant Diva:-Age Group 25-40
Life-stage: Working, Mother, Married, Single
High disposable Income
Preferred Jewellery type: Subtle, Finesse, branded,
office wear & Party wear
Media Touch-points: Corporate Hubs,Malls,
Boutiques, Online,

14.
 Wedding (Party & Bridal Wear)
 Clubs & Discotheques
 Festival Wear
 Kitty Parties
 Travel
 Conference
 Office get tog ethers
Suitable Occasion for Fashion jewellery

15.
Fashion Jewellery Market
Consumer Touch Points
Street Shop Retail Online
Local shops in markets like
Lajpat Nagar, Janpath,
Paharganj, Fashion Street
Dedicated fashion jewellery
retails outlets:
Much More
Accesorize
Bg’s
Sia
& Jewellery segment in
clothing and departmental
stores like:
Shopper’s Stop
Pantaloons
Lifestyle
Globus
Similar model as retail
Fashion jewellery is available
at most of the fashion &
lifestyle web portals, social
networking sites (FB) and on
exclusive jewellery websites
like:-
Juvalia.in
Mirraw.com
9rasa.com
Cilory.in
Rentjewels.com
Voylla.com
Junk @ Facebook
Craftsvilla.com

16.
COMMUNICATION & CASE STUDY

17.
Bg’s
• Media Objective: Drives Sales
• Mostly did announcement ads to drive footfalls into the
showroom
• Seasonal advertising
• Different tagline in different type ads
• Tonality-Subtle Glamorous

18.
Swarovski
• Tonality:Premium, Elegant with
international look
• Clutter free messaging
• Clear showroom details
• Exclusive look and feel
• Forayed into glares & perfumes to widen
consumer base

19.
Much More
• Showroon details
• Jazzy, traditional Indian look

20.
PRICING & PACKAGING

21.
Pricing
Pricing varies in fashion jewellery segment from Rs 15-30,000
Rs 15 Rs 100 Rs 500 Rs 1000 Rs 2500 Rs 5000 Rs 10000+
Swarovski
Bombay Electric
Local Street Stuff
Aldo Accessorize Guess
Unbranded
Metal alloy
Bg’s Bg’s
Kazo
Price Range
50-200 Plastic Beads +Metal Wire Silver Plated Components Glass Crystal Oxidised metal Wooden with Handwork
200-500 Brass Polki Earrings
500-1500 Pachi Work Rhinestones
1500-2500 Pearl Necklace Sets Rhinestones Kundan Earrings
2500-5000 Zircons Semi Precious Stones Copper,Yarn(Neckpiece)
10000+ Pure Silver(Bridal Wear)
Pearl Earrings + Rings
Material

22.
Packaging

23.
Thanks